The McPlant burger is a plant-based patty made of peas, rice and potatoes that mimics the flavor and texture of beef. Despite its success in some European markets, the McPlant has not been as well-received in the United States. Analysts have noted that sales in test markets in California and Texas have been low, leading McDonald's to reject the hamburger for the time being. The chain's cautious approach to the plant-based fast food trend was highlighted by McDonald's CEO Chris Kempczinski in an interview with The New York Times last year, where he called the chain's menu Darwinian.
This means that only items that sell massive volumes stay on the menu. It appears that the Americans have delivered their verdict on McPlant. Southern California franchisee Mike Pernecky had asked the chain to launch a burger larger than Quarter Pounder. Pernecky worked with McDonald's corporate culinary team to develop Angus burgers, helping the chain launch the new entrée in Deluxe, Bacon & Cheese and Mushroom & Swiss styles. After being available only in a handful of locations across the country for several months, the plant-based item will reach approximately 600 additional McDonald's restaurants in February. In addition to McPlant, McDonald's India website still offers a number of interesting vegetarian dishes, including McVeggie and vegan McAloo, which features a fried burger made of potatoes and peas.
The ad for this burger featured a bass wall decoration singing Gimme Back That Filet-O-Fish, consolidating the sandwich's place in McDonald's history. This is a temporary promotion and will be available at McDonald's Japan locations from February 9 to mid-March. The burger has received vegan accreditation from the UK Vegetarian Society, which means that not only is it completely free of animal products, but it is also cooked and prepared separately from McDonald's non-vegan products. While the three chains are constantly trying to outdo each other with different offers and options, American McDonald's is known for having the most stable and immutable menu. Many believe that this is due to the 2004 documentary film Supersize Me, in which filmmaker Morgan Spurlock ate McDonald's food every day for a month and documented his deteriorating health. The original idea for the Happy Meal came from a McDonald's employee in Guatemala named Yolanda Fernández de Cofiño. McDonald's advertising executive Bob Bernstein then presented the idea of changing the small ice cream for a plastic toy. However, while McDonald's says its meat supply chain hasn't been affected, the double-stack Big Mac has been removed from menus, at least for now.
Now, McDonald's (MCD) has decided to copy its rival's signature style for two new hamburgers (although without copying fresh meat, never frozen).